Changing role of males

Move over Rambo, you’re cramping new man’s style“The masculine ideal is being completely modified. All the traditional male values of authority, infallibility, virility and strength are being completely overturned,” said Pierre Francois Le Louet, the agency’s managing director. Instead today’s males are turning more towards “creativity, sensitivity and multiplicity,” as seen already in recent seasons on the catwalks of Paris and Milan. Arnold Schwarznegger and Sylvester Stallone are being replaced by the 21st-century man who “no longer wants to be the family super-hero”, but instead has the guts to be himself, to test his own limits.”

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